The National Advertising Division of BBB National Programs found certain advertising claims by Sundays for Dogs supported while recommending the company modify or discontinue others, following a challenge brought by The Farmer's Dog Inc.
At issue were claims featured on the Sundays for Dogs website and social media channels regarding the benefits of air-drying, ingredient quality and cost-effectiveness compared to frozen alternatives.
Air-drying and nutrient claims
NAD found the claim that Sundays' air-drying process keeps nutrients from meat, fruit and vegetables intact — eliminating the need to add synthetic ingredients back in — was supported.
However, NAD recommended Sundays discontinue claims that its process preserves more nutrients or flavor than other cooking methods, or preserves the "maximum" amount of nutrients, finding the evidence did not support comparative superiority.
Ingredient claims
NAD reviewed claims including "all natural ingredients," "100% meat and superfoods," "the same ingredients you'd put in your salad," and accompanying imagery suggesting whole fruits and vegetables are included in the final product.
Because Sundays uses nutrient extracts rather than whole foods, NAD recommended those claims be discontinued or modified to avoid misleading consumers.
NAD found claims that Sundays uses "real food ingredients" and "all-natural ingredients" were supported, as were monadic claims regarding "no synthetic additives." However, NAD recommended Sundays discontinue comparative claims suggesting competing products contain synthetic additives.
Superlative claims
NAD reviewed Sundays' claim that it offers "what we think is the world's healthiest, and most convenient dog food," determining the statement conveys an objective message of superiority requiring substantiation. Because Sundays did not provide evidence demonstrating superiority over a significant portion of the market, NAD recommended the claim be discontinued.
Price comparison claims
Sundays claimed its products are "up to 55% less pricey" than frozen dog foods. NAD found the claim was supported when compared to the average price of frozen dog food products, and that an appreciable number of consumers could achieve the advertised savings.
NAD determined, however, that the evidence did not support that level of savings for implied comparisons to The Farmer's Dog specifically, and recommended Sundays clearly and conspicuously disclose that the comparison is to an average of frozen dog foods.
"Made in USA" claims
NAD reviewed Sundays' unqualified "Made in USA" claims. Although most ingredients are sourced domestically, certain key ingredients — including beef bone and fish oil — are sourced from New Zealand.
Consistent with Federal Trade Commission guidance, NAD determined that because those ingredients are essential to the product's function, an unqualified "Made in USA" claim is not appropriate even if the amount of foreign content is small. NAD recommended Sundays discontinue the unqualified claim and modify it to include appropriate qualifications.
During the inquiry, Sundays for Dogs voluntarily discontinued certain claims. NAD will treat those claims for compliance purposes as though it recommended they be discontinued and Sundays agreed to comply.
In its advertiser statement, Sundays for Dogs stated it "agrees to comply with NAD's recommendations."
The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media, and its decisions set consistent standards for advertising truth and accuracy.
